Marketing Mix Final - No Video

8/22/2019 Marketing Mix Final - No Video

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MARKETING MIX@

&ITSIMPACT


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Amul as it is popularly know, is a dairy cooperative formed in1946. It aims to provide remunerative returns to the farmersand also serve the interest of consumers by providing qualityproducts which are good value for money.

It is managed by Gujarat Co-operative Milk MarketingFederation Ltd. (GCMMF).

Amul is based in Anand, Gujarat and has been a sterlingexample of a co-operative organization's success in the longterm. Its success has not only been emulated in India butserves as a model for rest of the World.

Amul has spurred the White Revolution of India. It is also theworld's biggest vegetarian cheese brand*.

*Economic Times : Nov 9, 2005


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Members: 17 district cooperative milk producers' Union

No. of Producer Members: 3.18 million

No. of Village Societies: 16,914

Total Milk handlingcapacity:

16.8 million liters per day

Milk collection

(Total 2012-13):4.66 billion liters

Milk collection(Daily Average 2012-13):

12.7 million liters

Cattle feed

manufacturing Capacity: 5890 Mts. per day

Sales Turnover

(2012-13): Rs. 13735 Crores (US $ 2.54 Billion)


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The Marketing Mix, which is set of four elements or four P ofmarketing comprises..

Product

Price Place

Promotion

Similar to the four P there are four C of marketing..

Customer solution

Cost

Convenience

Communication


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A product is anything that satisfies needs or wants and can beoffered to the market for exchange.

A product can be any goods or services. It can be furtherclassified by variety, design, packaging, quality, brand name, sizeetc.

The product range of Amul comprises milk, milk powder, healthbeverages, ghee, butter, cheese, Pizza cheese, Ice-cream,

Paneer, chocolates, and traditional Indian sweets, etc.

Various Market research activities are undertaken at Amul fornew products, customer satisfaction, product life enhancement,etc..


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Breadspreads

Amul butter, Amul Lite, Delicious Table Margarine

Cheese Range

Amul Pasteurized Processed Cheddar Cheese, Amul Processed Cheese Spread,

Amul Pizza (Mozarella) Cheese, Amul Emmental Cheese, Amul Gouda Cheese,Amul Malai Paneer (cottage cheese), Utterly Delicious Pizza

Fresh Milk

Amul Gold Full Cream Milk 6% fat, Amul Shakti Standardised Milk 4.5% Fat,Amul Taaza Toned Milk 3% fat,Amul Slim & Trim, Amul Cow Milk

UHT Milk Range

Amul Gold 4.5% fat Milk, Amul Shakti 3% fat Milk, Amul Taaza 1.5% fat Milk,Amul Lite Slim-n-Trim Milk, Amul Fresh Cream

Milk Powders

Amul Full Cream Milk Powder, Amulya Dairy Whitener, Sagar Skimmed MilkPowder, Amulspray Infant Milk Food, Sagar Tea and Coffee Whitener

Milk Drinks

Amul Kool Flavoured Milk, Amul Kool Cafe, Amul Kool Koko,Amul Kool Millk

Shaake, Amul Kool Chocolate Milk,Nutramul Energy Drink


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Health Drink

Stamina Instant Energy Drink

Brown Beverage

Nutramul Malted Milk Food

Curd ProductsAmul Masti Dahi (fresh curd), Amul Masti Spiced Butter Milk,Amul Lassee,

Amul Flaavyo Yoghurt

Pure Ghee

Amul Pure Ghee, Sagar Pure Ghee

Sweetened Condensed Milk

Amul Mithaimate

Mithaee Range (Ethnic Sweets)

Amul Shrikhand, Amul Mithaee Gulabjamuns, Amul Basundi,Avsar Ladoos

Ice-cream

Sundae Range, probiotic,,sugarfree and probiotic

Chocolate & Confectionery

Amul Milk Chocolate, Amul Fruit & Nut Chocolate, Amul Chocozoo, AmulBindass, Amul Fundoo


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Since the products cater to various market segments Amul alsoadopts a segmented packaging strategy..

Packing materials used:

Double laminated packaging is used for export products.

Tin casing used for 400g Army pack

Card board box- used for tertiary packing

Moving consumers from loose milk to packaged milk and

gradually move them up the value chain- tetra pack.


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The prices of Amul products are decided by the GCMMF.

The GCMMF conducts market surveys to check the validity & feasibility ofprices in the market and accordingly fixes the prices of Amul products.However, the price is inclusive of several elements like:

Cost of milk. Labour cost.

Processing cost.

Packaging cost.

Advertising cost.

Transportation cost. Sales promotion cost.

Taxes etc.

The GCMMF considers all these cost aspects in the pricing

structure to decide the selling price of the products.


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It includes a variety of techniques including advertisements,sales promotions, public relations and personal selling tocommunicate with customers and potential customers. Hoardingsdesigned on the creative basis attract the customers.

50 years after it was first launched, Amul's sale figures havejumped over 25 times in 30 years*, All because a thumb-sizedgirl climbed on to the hoardings and put a spell on the masses.

In order to maintain low cost, AMUL India has never spent morethan 1% of its turnover on promotions.

*The Asian Age on March 3, 1996


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From one of the first AmulHoardings in the 1960s

To Bollywood , Hollywood, Sports & Social causes all fit into the Amul life


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Place refers to marketing activities that make products availableto consumers at the right time in a convenient location namely thedistribution Channels . It is the process of moving

products from the producer to the consumer.

Besides reaching Amul products to consumers through

local retail outlets, Amul has also created a vast

network of Preferred Outlets which exclusively sell

wide range of Amul products.

These AmulParlours are successfully operating in more than 1400towns at high streets, residential areas, Railway Stations, BusStations, Educational Institutions and a whole lot of Centres ofExcellence.


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The Amul Model of dairydevelopment is a three-tiered structure with the

dairy cooperative societiesat the village levelfederated under a milkunion at the district leveland a federation ofmember unions at the state

level.

This Federation (GCMMF)Manages the distributionchannels as well asfranchise network of AmulParlours.


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Robust Supply ChainThe vast and complex supply chain Hierarchical network of cooperativesStretches from small suppliers to large fragmented markets

Low Cost Strategy

Amul adopted a low-cost price strategy to make its products affordable and attractiveto consumers by guaranteeing them value for money

Diverse Product MixBreadspreads, Cheese Range, Fresh Milk, UHT Milk Range, MilkPowders, Milk Drink, Health Drink, Brown Beverage, Curd Products,Pure Ghee, Sweetened Condensed Milk, Mithaee Range, Ice-cream,Chocolate & Confectionery

Technology initiativesNew productsProcess technologyComplementary assets to enhance milk production


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Thank You

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Marketing Mix Final - No Video